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S2, Ep3: Jenni Romaniuk On Her New Book, Better Brand Health
That's What I Call Marketing
What Are Category Entry Points?
I want to move on to the new book very shortly, but I just wanted to touch on a couple of other topics. Can you talk to me a bit about category entry points and explain what they are for anybody who may not know them? And maybe how a brand can start thinking about them. Yeah, okay, so a category entry point. So we often think when we label someone as a category buyer, then it's like a permanent tattoo that they were always carrying around. But tomorrow morning, I will wake up and thoughts will go with my head of which the various coffee options I have will be appropriate.
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